Offline / Online Synergy - Even Congress uses it!
In class, we have discussed the utilization of offline mediums to promote online strategy, affectionately known as "synergy." It is even used by legislators. Congress Online points out that many constituents do not know or cannot find email addresses of their representatives. In response, many lawmakers in Washington put their email address or website URL on stationery, so that constituents can reach them online in addition to telephone calls, faxes, and letters.
Rep. Eric Cantor (R-VA) took the use of offline/online synergy even further. "Rep. Eric Cantor contacted each of his constituents through a direct mail brochure, giving constituents information about his official website, and particularly, information about the electronic newsletters that constituents can subscribe to." As a result, as constituents became informed about Cantor's website and e-newsletters subscribership increased by 650 percent. This is a wonderful example of the effect of offline/online synergy -- contact people by traditional means to get them to use or inform them of non-traditional means.
Cantor's use of offline means to promote online media is another example of how politics is following marketing techniques used in the commercial world: "an overwhelming number of retailers with an online presence also send out printed catalogues with information and description, inviting them to use their email and web address."
Technology is becoming increasingly important in today's society, elected officials must take notice and used offline means such as direct mail, television advertising to promote technology such as websites, emails, etc.
Rep. Eric Cantor (R-VA) took the use of offline/online synergy even further. "Rep. Eric Cantor contacted each of his constituents through a direct mail brochure, giving constituents information about his official website, and particularly, information about the electronic newsletters that constituents can subscribe to." As a result, as constituents became informed about Cantor's website and e-newsletters subscribership increased by 650 percent. This is a wonderful example of the effect of offline/online synergy -- contact people by traditional means to get them to use or inform them of non-traditional means.
Cantor's use of offline means to promote online media is another example of how politics is following marketing techniques used in the commercial world: "an overwhelming number of retailers with an online presence also send out printed catalogues with information and description, inviting them to use their email and web address."
Technology is becoming increasingly important in today's society, elected officials must take notice and used offline means such as direct mail, television advertising to promote technology such as websites, emails, etc.
1 Comments:
It boggles my mind that campaigns and congressional offices would still put out literature and advertising *without* a URL on it. I know Emi said this is something she has to have written into her contracts, but still can't believe that a campaign manager or chief of staff would really approve a piece of literature that did not include online contact information.
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